Towers Watson finds Social Media Effectiveness Questionable at Most Employers

 In a study of the effectiveness of social media tools in the workplace, Towers Watson has found that despite the growing prevalence of social media as an internal communications tool within organizations, most employers are unsure of its effectiveness. Specifically, 56 percent of survey respondents said they use social media tools for internal communications while between 30 and 40 percent actually felt the tools were effective. Additionally, just 40 percent of respondents consider social media cost effective.

About the same number of employers, 41 percent, said that they have created a successful shared experience with employees but just 23 percent feel the same about remote workers. But even as many employers are failing to see the value of social media in the work place, Kathryn Yates, global leader of communication consulting at Towers Watson, said:

“As today’s workforce evolves, we know from our research that the growing number of remote workers are looking for clear communication, to be treated with integrity, and want coaching and support from afar. For employers to effectively engage and retain remote workers, they will need to connect them with their leaders, managers and colleagues. We think social media tools can be a real help in making this connection.”